PUBLIC STUDY USA B2C 2025

Inside the mind of the affluent sports fan

What happens when affluence — not age — becomes the defining force in sports fandom? To explore how high-income fans are reshaping spending and expectations, PwC surveyed high-income sports fans across the US to reveal the revenue opportunity in elevated fan experiences.

High‑income fans are changing the playbook for sports revenue.

High-income fans aren’t just buying tickets — they’re reshaping what loyalty looks like, from luxury suites to exclusive merchandise drops. Their expectations and spending power are reshaping how teams and leagues capture growth. 

PwC partnered with Potloc to survey 1,000 high-income fans across the US (individuals earning >$200K annually, or households earning >$300K) — and map where the opportunities lie.

Michael Keenan

Managing Director at PwC US

David Rader

Director at Strategy&, PwC US

Nam Nguyen

Managing Director, North America at Potloc

Survey details.

  • 1000

    high-income sports fan surveyed

  • 4

    regions within the US targeted

  • 14

    data quality controls employed

  • 15

    days of fieldwork

The Potloc advantage.

  • Expert-led surveying.

    Potloc’s multi-source sampling engine swiftly sourced a large sample of niche respondents via a proprietary social media sampling technology and vetted partners.

  • Speed to insights.

    A dedicated account team helped keep KPMG France’s study on track throughout, with a platform enabling real-time field monitoring and smart analysis.

  • Data to uncover revenue.

    The survey helped PwC quantify what factors can drive (or curb) spending among affluent fans to guide leaders in the US sports hospitality market forward.

Key trends.

1

High-income sports fans want more than a seat.

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From exclusive seating to elevated food and drink, affluent fans are willing to spend hundreds, even thousands, on the right event. But premium experiences alone aren’t enough: 65% said poor sightlines are a top dealbreaker. That’s the opportunity: rethinking access to a clear view of the action.

2

Sports hospitality is a business tool.

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Nearly all respondents in the 25-44 age bracket see premium sports hospitality spaces as platforms for B2B deal‑making, executive networking, and client engagement — a shift sports teams and leagues can harness by designing B2B‑focused experiences like private meeting rooms.
3

Merchandise as a lifestyle signal.

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Affluent fans use team gear to express loyalty and identity, with exclusivity — from limited‑edition drops to collaborations — emerging as a powerful motivator among younger fans. This shift signals an opportunity to deepen fan connections and capture premium spend through exclusive retail experiences and loyalty perks beyond simple discounts.

“The results are clear: Premium fans expect more, spend more and present a significant opportunity for franchises that can deliver differentiated, tailored experiences.”
Michael Keenan BW
Michael Keenan Managing Director, Sports Practice Leader at PwC US
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Our team.

Nam Nguyen 
MANAGING DIRECTOR, NORTH AMERICA
nam.nguyen@potloc.com 

Kickstart your next thought leadership survey.

With unmatched sample quality, time-saving analysis tools, and dedicated research experts at your disposal, Potloc is the go-to survey partner for PE & consulting firms.

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